Facebook mobile game users play longer, spend more

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By AJ Glasser Comment

Mobile game players logged in via Facebook generate more revenue for developers, Facebook Games Strategic Partner Manager Sara Brooks said today during a Casual Connect presentation.

The session, titled “Unlock New Frontiers of Growth with Facebook,” primarily covered the expansion of Facebook-based social games into both established casual game genres and into international territories. At the end of the presentation, however, Brooks shared interesting statistics reported by mobile game developers that feature Facebook-enabled logins and viral sharing tools. According to Are You Smarter Than a 5th Grader developer Ludia, mobile users logged in through Facebook generate 70 percent of the game’s revenue for the platform. Roughly 50 percent of its total mobile player base is logged in via Facebook. Bingo Bash developer BitRhymes Inc. reported that its Facebook mobile players engage in 65 percent more sessions, play 30 percent longer and spend up to 80 percent more than non-logged in players.

These stats are no doubt meant to convince game developers that Facebook still represents opportunity, particularly on mobile devices. Many developers are disillusioned with the platform given Zynga’s dominance, issues with discoverability prior to the launch of App Center and rising user acquisition costs. Even with all those marks against it, however, Facebook still boasts some of the highest average revenue per user rates among games platforms. App Center could even increase ARPU on Facebook. According to Brooks, War Commander developer Kixeye sees higher ARPU from users coming in from the game’s page on App Center.

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